Public Education Media Campaign Services

The Vendor is required to provide to develop and implement a statewide, targeted public education campaign(s) that (i) highlights the ways purchasing marijuana and marijuana products from or cultivated and processed by licensees supports farmers, small business, and community reinvestment; (ii) educates consumers on how to recognize licensed retail marijuana stores and microbusinesses; and (iii) informs consumers about responsible marijuana consumption and health risks and other dangers associated with marijuana consumption.
- A legal and regulated cannabis market gives consumers access to tested products from a transparent and local supply chain and supports communities, including those that have been disproportionately affected by cannabis prohibition, through tax revenue, reinvestment programs, and robust public health protections.
- Concept options should be designed to provide a brief overview of ideas, messaging, and potential content to allow agency staff to evaluate and select a final campaign proposal on which they can proceed.
- Concepts pitched based on a project brief should be appropriate for the target audience(s), including languages, campaign objectives, and adaptable to reach via paid advertising, promotional events, consumer materials, and agency digital accounts.
- The workplan should be designed to provide a comprehensive timeline of all campaign activities, including a timeframe for material development and implementation.
- Audio and video assets produced for a campaign should engage and inform target audiences by depicting community ties, language, and experiences that resonate with them.
- Audio and video scripting must be reviewed and approved by agency staff before production. At least one audio/video asset should be translated to Spanish language and may require adjustments to best resonate with Spanish-speaking audiences.
- Static designs include assets in English and Spanish in formats determined by the campaign project, such as banner ads, pop-up windows, social media, billboards and mass transit, and other formats as directed by the agency and media buyer.
- This decal must be designed in a way that is easy for licensees to display. Design of the decal includes space for a QR code that will integrate with the agency licensing system, allowing consumers to verify storefronts as licensed establishments.
- Expected to design campaign supporting materials, which may include infographics, toolkits, fact sheets, booklets, posters, pamphlets, promotional items, or other supporting materials for print.
- Website analytics and data sets identified by the agency during work plan development, such as traffic source, session duration, downloads, etc., must be reported in mutually agreed timeframes to the agency.
- Additional Creative Media and Marketing Services
•    Provide additional services that fall outside of the creative media and marketing services in Work Products 2-5 and priced per hour.
•    These additional services may include the following areas:
o    Graphic design and motion graphics
o    Video production
o    Micro-campaigns (time bound – limited requests)